Markets v.s.Communities:Affiliate Marketing 2.0
Markets v.s. Communities: Affiliate Marketing 2.0
• The New ROI
• Trust Economies
The New ROI: Return on Influence
Users no longer trust websites just because they’re there.
The New ROI: Return on Influence
Users no longer trust websites just because they’re there.
Social media lets them interact with both sites and other users.
The New ROI: Return on Influence Users no longer trust websites just because they’re there.
Social media lets them interact with both sites and other users.
è We want someone we know (& trust) to tell us that something good.
Trust Economies Trust is at the heart of all business transactions.
Trust Economies Trust is at the heart of all business transactions.
E.g. when you join an Affiliate Program/Network, you trust that merchants will pay you for your referrals.
Trust Economies Trust is at the heart of all business transactions.
E.g. when you join an Affiliate Program/Network, you trust that merchants will pay you for your referrals.
Trust + Community = ROI
Trust Economies Trust is at the heart of all business transactions.
E.g. when you join an Affiliate Program/Network, you trust that merchants will pay you for your referrals.
Trust + Community = ROI
So how to you establish a Trust Economy between your site and a Community?
Markets v.s. Communities Communities ≠ Self-Absorbed
Markets v.s. Communities Communities ≠ Self-Absorbed
Relationships come before the sales
Markets v.s. Communities Communities ≠ Self-Absorbed
Relationships come before the sales
Analogy: Farming v.s. Hunting
Power of Communities
•Consider the following statistics:
Power of Communities
•Consider the following statistics:
o Community users remain customers 50% longer than non-community users. (AT&T, 2002)
Power of Communities
•Consider the following statistics:
o Community users remain customers 50% longer than non-community users. (AT&T, 2002)
o Community users spend 54% more than non-community users (EBay, 2006)
Power of Communities
•Consider the following statistics:
o Community users remain customers 50% longer than non-community users. (AT&T, 2002)
o Community users spend 54% more than non-community users (EBay, 2006)
o Community users visit nine times more often than non-community users (McKinsey, 2000)
Power of Communities
•Consider the following statistics:
o Community users remain customers 50% longer than non-community users. (AT&T, 2002)
o Community users spend 54% more than non-community users (EBay, 2006)
o Community users visit nine times more often than non-community users (McKinsey, 2000)
o 56% percent of online community members log in once a day or more (Annenberg, 2007)
Participating in a Community Respect: be willing to appreciate other points of view.
Participating in a Community Respect: be willing to appreciate other points of view.
Listen: stay open-minded.
Participating in a Community Respect: be willing to appreciate other points of view.
Listen: stay open-minded.
Action: ask questions & hear the answer.
Demonstrate Your Participation Go into communities and both ask & respond to others’ questions.
Demonstrate Your Participation Go into communities and both ask & respond to others’ questions.
Don’t be too pushy – i.e. always asking of/taking from the community (imposing).
Demonstrate Your Participation Go into communities and both ask & respond to others’ questions.
Don’t be too pushy – i.e. always asking of/taking from the community (imposing).
Don’t’ be too aloof – i.e. never asking or only answering/giving to the community (arrogant).
Demonstrate Your Participation Analogy – Buying Drinks:
No one wants to buy all the drinks, but everyone wants a chance to buy a round.
Cheat Sheet Create player centric communities.
Cheat Sheet Create player centric communities.
Help players get the most out of your communities
Cheat Sheet Create player centric communities.
Help players get the most out of your communities
o email notifications: ensure that players can be notified/updates without having to log-in
Cheat Sheet Create player centric communities.
Help players get the most out of your communities
o email notifications: ensure that players can be notified/updates without having to log-in
o RSS feeds: give players the option to “subscribe” to your content
Cheat Sheet Create player centric communities.
Help players get the most out of your communities
o email notifications: ensure that players can be notified/updates without having to log-in
o RSS feeds: give players the option to “subscribe” to your content
o Blogs: create “added-value” content that users can interact with/comment on
Cheat Sheet Create player centric communities.
Help players get the most out of your communities
o email notifications: ensure that players can be notified/updates without having to log-in
o RSS feeds: give players the option to “subscribe” to your content
o Blogs: create “added-value” content that users can interact with/comment on
o Forums: harness the power of user-generated content by letting users interact with one another
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